That’s almost half of all unsubscribes! How to reduce unsubscribes by fine-tuning email frequency: In fact, according to a 2016 study by BrightWave, 47.1% of millennials unsubscribe because they get emails too often. As a result, subscribers not only lose their loyalty, but can become increasingly annoyed with the brand, leading to high spam report rate and high email unsubscribe rate. This logic leads to brands bombarding their subscribers with daily emails, the only purpose of which is to be seen and to sell, not improve customer loyalty through valuable content. That said, who doesn’t want to be the first email greeting the recipient in their Inbox in the morning. Email frequencyĮmail marketing should always be about quality over quantity. It does, however, mean that your recipients will now be those who are actually interested in receiving your emails and have a higher chance of becoming loyal users/clients, and your email unsubscribe rate will be consistently low. Please note, this doesn’t mean you will eliminate all possibility of someone unsubscribing in the future. As you do so, don’t forget to actually show potential opt-ins what value they will receive from subscribing. This can be done either through specific newsletter sign-up forms or, in the case of cold emailing, asking your recipient for consent to write again. Reducing unsubscribe rate in this case is all about showing respect and asking for explicit consent to receive emails. How to reduce email unsubscribe rate through explicit opt-ins: And the first instinct when facing emails you don’t want or even remember subscribing to? Unsubscribe. However, this lack of explicit consent or understanding can lead to misunderstandings when a customer ends up having to deal with persistent email communication. And sometimes, customers do provide consent at sign-up without fully understanding what that entails. It’s not uncommon for email marketers to believe any sign-up or even good targeting means they have an automatic carte blanche to send any email campaign they want to achieve their goals. Change your view on email unsubscribe rate 1. If you’re not meeting the average unsubscribe rate of 0-0.5%, here are 9 ways how you can reduce email unsubscribe rate and keep your subscriber base happy.ĩ. We could say “Who knows!” and just end the article here, but the truth is there are reasons you may have overlooked, and to lower your unsubscribe rate you should identify and solve them. Even if you do everything correctly, write the best email copy possible, and provide valuable content, people still might unsubscribe. Email marketing comes with a grain of unpredictability.
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